Cosmetic surgery ad wins out in complaints over nudity

LONDON - A television ad for cosmetic surgery that featured naked woman emerging from an egg, and was said to be inspired by a Renaissance painting, has seen off a string of complaints over levels of nudity despite being shown during daytime TV.

The majority of the 16 complaints for the Ultralase Medical Aesthetics ad were in regards to the level of nudity, which the ad showed. 

Eleven people considered it inappropriate and unsuitable for daytime viewing when children were likely to see it. The ad was also shown during the Easter school holiday period.

Five of the complaints said it was unsuitable at any time, even though the unclothed woman had both arms placed across her chest and genitals.

Ultralase responded by saying the ad was inspired by Botticelli's famous painting "The Birth of Venus" and they had sought to depict the embodiment of beauty that the painting represented.

The company, which also performs laser eye surgery, said they agreed the ad could be considered inappropriate for children and accepted the restrictions placed upon showing the ad at other times, but did not consider it offensive, distasteful or lewd.

The Broadcast Advertising Clearance Centre, which cleared the ad for broadcast, said they considered the portrayal was artistic and sensitive and not sexual or harmful.

However, it was approved with the restriction that it should not be shown around programmes aimed specifically at children.

The BACC felt that while children might question the visuals, they could not see why a child should not see woman's body when it was sensitively portrayed and decently covered.

The Advertising Standards Authority said it did not consider the nudity shown in the ad to be unacceptable.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).